Summer Festival #thatsmydiversity at the Pasing Arcaden – Two-day event symbolizing inclusion and tolerance

Each year, the Pasing Arcaden, a modern shopping center in Munich’s Pasing district, hosts a Summer Festival. Covering over 53,000 square meters, the shopping center attracts approximately 10 million visitors annually with its 153 shops. As part of mfi Immobilien Marketing GmbH, the Pasing Arcaden offer a diverse shopping experience and a strong local connection. The shopping center serves as a central meeting point in the neighborhood and is increasingly establishing itself as a hub of community and cultural diversity.

The annual Summer Festival is highly popular in the neighborhood. Our mission was to transform this Summer Festival into a special event that, under the slogan #thatsmydiversity, stands as a symbol of inclusion and diversity. The goal was to create a celebration that reflects the diversity of the Pasing district and establishes the Pasing Arcaden as a hub of community cohesion. The event was designed to attract both existing visitors and new target audiences by celebrating cultural differences and inviting people to engage and exchange ideas.

To ensure the successful execution of the Summer Festival, we selected a summer date and leveraged the expansive paseo (outdoor area) of the Pasing Arcaden. The space was divided into themed zones to provide visitors with clear navigation and a variety of interactive experiences. These included booths with sneaker artists, stations for crafting bracelets and keychains, T-shirt printing, and multiple photo stations to capture unique and vibrant moments forever. Live entertainment featured a charismatic host, a poetry slam, musical live performances, and a salsa dance showcase. The diverse culinary offerings were enhanced by the participation of the tenant stores of the Pasing Arcaden. Additionally, a lounge area with bean bags invited guests to relax and enjoy the show.
The event was orchestrated with significant involvement from influencers, who provided live coverage both in the lead-up to and on the day of the event. Additionally, on the evening before the first day, an exclusive influencer dinner was hosted at the Pasing Arcaden, focusing entirely on the theme of diversity. To further amplify our reach, a press release was distributed, and an Instagram giveaway featuring vouchers from the Pasing Arcaden was organized.

Through our cross-media influencer campaign, we organically reached nearly half a million people. By engaging the stores as active participants in the festival, we not only strengthened the sense of community but also enhanced the visibility of the shops within the shopping center, driving sales. The event made a powerful statement for diversity and inclusion in the Pasing district and helped establish the Pasing Arcaden as a socially engaged and welcoming gathering place.

With the Summer Festival #thatsmydiversity, we demonstrated that a bold, inclusive concept can transcend traditional events by strengthening social cohesion and establishing the Pasing Arcaden as the heart of the community.